December 12, 2005

CEO Exchange Explored Fun and Games: Changing The Way We Play

Program to air at 11pm Sunday, April 30 on KCET

LOS ANGELES --Two CEO’s, Bob Eckert of Mattel and Bobby Kotick of Activison, whose jobs are to capture your imagination, joined host Jeff Greenfield (CNN) at UCLA Anderson for the taping of an episode of the CEO EXCHANGE.  Now in its fourth season, the December 7th event took place in front of an audience of Anderson students, alumni, faculty and members of the Society for Human Resource Management (SHRM), the show’s national underwriter.

The discussion explored how Mattel, the world’s largest manufacturer and distributor of toys, will stay relevant and up to date and how Activision, one of the top creators of videogames, will keep up with the rapid advances in technology.  Both CEO’s lead the way in figuring out what we will be playing with tomorrow.  They shared their successes and failures and what they learned from both.

Students, faculty and other members of the audience posed questions ranging from issues of interactive co-branding, employee recruitment and retention, to the differing corporate styles and cultures, to issues of social responsibility.

“Toys and Games” the name for this episode, will be broadcast on 100’s of PBS stations across the country this coming spring. 

Robert EckertRobert A. Eckert is chairman of the board and chief executive officer of Mattel, Inc., the worldwide leader in the design, manufacture and marketing of toys with approximately $5 billion in annual sales. Prior to joining Mattel, Eckert was president and CEO of Kraft Foods, Inc. Eckert serves on the McDonald’s Corporation Board of Directors and is a member of the Board of Visitors of the UCLA Anderson School of Management.

Bobby KotickRobert (Bobby) Kotick is chairman of the board and chief executive officer of Activision, Inc. which posted net revenues of $1.4 billion for the fiscal year ended March 31, 2005.  Headquartered in Santa Monica, California, Activision is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products.  Mr. Kotick currently serves on the Board of Directors of Yahoo.

Jeff Greenfield, the host of CEO EXCHANGE is recognized as a respected broadcaster and journalist, and an informed, thoughtful interviewer. He is an Emmy Award-winner, and a CNN Senior Analyst and Co-Anchor.  Mr. Greenfield is recognized as an accomplished on-air interviewer, honing his skills over the years interviewing many government, business, and political leaders.

Visit the CEO Exchange Web site

About UCLA Anderson School of Management
UCLA Anderson School of Management is perennially ranked among the top-tier business schools in the world. Award-winning faculty renowned for their research and teaching, highly selective admissions, successful alumni and world-class facilities combine to provide an extraordinary learning environment. UCLA Anderson constituents are part of a culture that values individual vision, intellectual discipline and a sense of teamwork and collegiality.

Established in 1935, UCLA Anderson School of Management provides management education to more than 1,400 students enrolled in MBA and doctoral programs, and some 2,000 executives and managers enrolled annually in executive education programs. Recognizing that the school offers unparalleled expertise in management education, the world's business community turns to UCLA Anderson School of Management as a center of influence for the ideas, innovations, strategies and talent that will shape the future.

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